If the thought of working a room makes you work up a sweat, you’re far from alone.

If the thought of working a room makes you work up a sweat, you’re far from alone.

About 20 per cent of people are born with a natural tendency to be shy, according to a March 2010 study by U.S. and Chinese researchers, the results of which published in the journal Social Cognitive and Affective Neuroscience.

But love it or hate it, making those key relationships is crucial to starting and sustaining a small business, says networking guru Donna Messer.

“Networking should be an entrepreneur’s number one business development activity,” says Messer, head of ConnectUs Communications Canada, which runs professional networking events. “Every business has a marketing and advertising budget — they should also have a networking budget.”

By planning ahead, being focused and organized, and having the right attitude, Messer says, entrepreneurs can shift from nervous to natural in their business interactions.

Do your homework

Small business owners can network in any number of forums, such as a chamber of commerce meeting, industry conference, trade show or professional association event. But each situation will feature participants with different priorities, Messer says, so it’s important to research the group or function beforehand.

“This will help you learn about who will attend, what they might need, and how you might be able to help them,” she says.

Make an impression

While it’s important to dress properly for a networking event — the standard can range from casual to formal business attire, depending on the event — what matters most is standing out so people remember you, Messer says. For women, she says, this may involve wearing a red jacket or striking scarf; for men, perhaps a bold tie or patterned shirt. Messer’s own technique is to wear her glasses on top of her head. When you meet someone, she says, remember the other essentials of making a good impression — solid eye contact, a smile and a firm handshake.

Socializing strategies

To alleviate networking angst, Messer recommends engaging with people who are on their own, since they’ll likely be more approachable than groups. She also suggests spending time by the event entrance to watch for people entering by themselves. If approaching a group, she says, wait until there’s a lull in the conversation before asking to participate. Alternately, she adds, the food or coffee line is often a great place to start a conversation.

Be natural

While a popular approach to professional networking is the “elevator pitch” — a brief, precise and prepared summary of you and your business — Messer says this can sound like an infomercial. Think of exchanges as conversations, rather than opportunities to pitch, she says. Start with casual talk about the weather or traffic, or ask if the other person has ever been to a networking event.

“People don’t want to be sold to off the bat,” she says. “You have to build rapport, because people buy from and refer people they like.”

It’s not about you

The best way to promote yourself and your business at a networking event is to put others first, Messer says. Focus on what people mention and offer to help, not only with business leads, but by responding to personal needs they’ve mentioned, e.g. recommending a good veterinarian, or offering to lend a book they could use.

“If you have a gift to offer, they will think about how they can help you, because you’re trying to help them,” she says.

Be card smart

Networking is not about giving away as many business cards as you can, Messer cautions, but exchanging information with people who really need what you have to offer. Stay organized by using one pocket to distribute cards and another to collect them, or tuck the ones you receive into the back of your name badge, she says. After the event, jot down pertinent details on each card, such as the date and location of the encounter, and noteworthy aspects of the interaction.

But the how-tos of effective networking go beyond what you do at any given event — check out Messer’s
website
for more tips on improving your interactions to grow your small business.

More on thestar.com

We value respectful and thoughtful discussion. Readers are encouraged to flag comments that fail to meet the standards outlined in our
Community Code of Conduct.
For further information, including our legal guidelines, please see our full website
Terms and Conditions.